A new voice for the Philips Avent website
Philips Avent approached me to refresh their website for the US and European markets. I helped them define a tone of voice that was in line with their new brand positioning and created all the text for the site—from product descriptions, to headlines to email newsletter sign ups.
Tone of voice guidelines
how i helped
create a new voice for Philips Avent
DEFINE YOUR PURPOSE
It's tempting to tell your readers' everything at once. The truth is they probably only need a slice of the knowledge you'd like to share with them. To help readers find what they need at the right time, I began by getting clear on the purpose of each page, design element and call to action. What was the main message? Why should a reader believe us? And where would we like them to go next?
CREATE A RECOGNISABLE VOICE
Philips Avent has a lot of knowledge on baby development that can support new parents, however it's not always easy communicating this in an everyday person's way. I helped them find a style of writing that balanced their clinical expertise with a friendly and easy to understand voice.
WRITE IN COLLABORATION
Writing isn't as solitary as you think. On a project like this it is very collaborative—in fact I think it has to be. I created the text for the website—from headlines, to product descriptions, to button copy—and refined it all with the design team, local markets and product managers.